Business
Columbia Appoints New Creative Agency and Hires New Head of Marketing to Lead Creative Strategy Forward
New agency and marketing head will work collaboratively to drive Columbia’s refreshed creative strategy PORTLAND, Ore.--(BUSINESS WIRE)-- Columbia Sportswear
About this update from Columbia Sportswear Company
[{"type":"text","content":"\nNew agency and marketing head will work collaboratively to drive Columbia’s refreshed creative strategy\n\n PORTLAND, Ore.--(BUSINESS WIRE)--\nColumbia Sportswear Company (Nasdaq: COLM, the “Company”), a global leader in designing, sourcing, marketing, and distributing outdoor apparel, footwear, accessories, and equipment products, today announced that the Columbia brand has a new creative agency partner and marketing leadership to oversee the brand’s new creative strategy. The approach will lean into the eighty-six-year-old company’s unique character to elevate the Columbia brand. These changes are part of the brand’s forward-looking strategic brand vision that will pair product strategy with integrated marketing to meet consumers where they are to drive more meaningful brand experiences.\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20241024315667/en/Joe Boyle, Columbia Brand President presenting in Portland, Oregon (Photo: Business Wire)\nThe Columbia brand has been working to bring the new strategic vision to life internally over the last few months, culminating in a company-wide preview of what’s to come at the Newmark theatre in Portland, Oregon this month.\n\nJoe Boyle, Executive Vice President, Columbia Brand President, said: “We’ve built an extraordinary outdoor brand that set the standard for excellence worldwide. The past year we’ve been retooling and reshaping our business to scale new heights. In the year ahead, you’ll see the Columbia brand roll out a product strategy that is deeply intertwined with marketing allowing us to reach consumers in new, surprising ways to reintroduce our iconic brand.”\n\nTo lead the creative direction forward, the Columbia brand appointed adam&eveDDB as its global agency of record following a competitive pitch against several undisclosed global agencies. The global account will be led by adam&eveDDB London in close partnership with its New York and San Francisco offices.\n\n“As we look to grow our brand we wanted to build a relationship with an agency that can help tell our unique story in a way that connects emotionally with global audiences, while helping consumers understand the innovation that has powered our products from the beginning,” said Boyle. “There’s never been a better time for people to enjoy all the outdoors...